Anglia Ruskin Uni 2014

1. Heineken
Group members: Hung Piu Leung 1220678
Cap Duy Anh 1228255
Jemina Begum Rugi 1212398

2. Introduction
 Found in 1873
 Huge present in the UK market
 Slogan: It could only be Heineken.

3. Brand Salience
 The brand has been around long times
 Brand value $4.221 bn
 The 3rd largest beer brewer
 The brand represent the quality, modernism
 Smile icon in letter E
 Huge marketing campaigns
Sponsorship: UEFA Champions League.

4. Market Share

5. Imagery
 Young male (18~34 age)
 Highly sociable
 Self-confidence
 Trendy
 Party goers
 Special moment/events

6. Performance
 Universal premium larger beer
 Long story and heritage: universal beer
 Universal taste
 Design and packaging: iconic brand name
 Sustainable brewer

7. Brand Judgement
• Recognisable brand image
• A choice of consider
in purchasing process
• Premium Quality
Trusted brand
• Controversial:
Skyfall movie

8. Brand Feeling
 Having fun
 Excitement
 Relaxation
 Fashionable & Trendy

9. Resonance
Social media community
 Facebook: 19 million likes
 Twitter: 106k followers
Loyalty customer
Enjoy repeated purchase
Strong positive perception

11. Conclusion
 The brand reflect that people should enjoy life
 Heineken wants to represent fun and enjoyment
 The taste of the product is important to Heineken
 It has created a strong image so it can competitive and
have universal appeal
 Social media

12. Reference
 Farhana, M., 2012. Brand Elements Lead to Brand Equity: Differentiate or Die. [Online]
Available at: http://www.ifrnd.org/Research%20Papers/I4(4)9.pdf
[Accessed 7 November 2014].
 Got Beer Team, 2012. Brand resonance: Keller's model. [Online]
Available at: http://forget-milk-got-beer.blogspot.co.uk/
[Accessed 7 November 2014].
 heinekensbm, n.d. CBBEP. [Online]
Available at: http://heinekensbm.tumblr.com/cbbep
[Accessed 7 November 2014].
 Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand equity
(2nd ed.).
 Upper Saddle River, NJ: Prentice Hall
 Meyer, J., 2013. Copy of International Marketing. [Online]
Available at: https://prezi.com/chw26ds2i4d2/copy-of-international-marketing/
[Accessed 7 November 2014].
 Ronney, B., 2014. Beer 101: Big changes are brewing. [Online]
Available at: http://money.cnn.com/2014/10/09/news/companies/beer-101/
[Accessed 7 November 2014].
 Kobsch, L., 2012. Brand resonance: Keller's model. [Online]
Available at: http://forget-milk-got-beer.blogspot.co.uk/2012/12/brand-resonance-kellers-
model.html
[Accessed 6 November 2014].